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Dash Drinks

Dash Drinks drove 12% conversion on a VIP product drop and generated 36 x ROI with Blueprint

Dash are a UK based beverage brand turning wonky fruit into sugar and sweetener-free drinks. They use Blueprint to drive conversion on product drops and abandoned cart flows.

May 11, 2021

min read

Context from...

Jamie Atkinson

Key eCommerce Executive

Use-Cases

Abandoned Carts

Group Campaigns

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The Problem

Dash Drinks wanted to provide a more exclusive "VIP" experience for their eCommerce customers than traditional email marketing is able to offer. Their email and CRM was showing low conversion and engagement and they looked to Blueprint and SMS to help increase both on-site conversion and post-order retention and revenue of current customers.

The Solutions

1

VIP product drop

Dash Drinks wanted to launch their new product range, a premium soda water, exclusively on SMS to their most engaged customers. They build a cohort of VIP SMS subscribers through a simple number collection form in an email campaign that granted customers early access to their new Soda water range and exclusive discounts.

Dash Drinks then launched the range exclusively to their SMS subscriber list with a preview of the range and a time sensitive offer. This strategy resulted in an incredible 12% conversion rate and an army of brand super-fans.

1

VIP product drop

Metrics 📈

12%

Conversion rate on product drop

Top Tip 💡

Send exclusive product drops to segmented audiences of 'super fans' to drive higher campaign conversion.

Top Tip 💡

Send exclusive product drops to segmented audiences of 'super fans' to drive higher campaign conversion.

Top Tip 💡

Send exclusive product drops to segmented audiences of 'super fans' to drive higher campaign conversion.

“We used Blueprint to launch our new soda water product and saw a conversion rate of 12%, up from 0.4% on a typical campaign.”

Jamie Atkinson

Key eCommerce Executive

2

SMS abandoned carts

As part of their overall SMS strategy, Dash Drinks also enabled a two-part SMS abandoned cart flow to help increase conversion at checkout and understand why customers were falling off. Dash Drinks doubled down on a time-sensitive offer and a 1-click cart recovery link to drive customers back to checkout.

This strategy resulted in a 15.1% conversion on the abandoned cart flow and £4.10 revenue generated with every message sent. This massively increased the previous 1% conversion from their email abandoned cart flows and also enabled Dash to understand why customers were falling off at checkout.

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2

SMS abandoned carts

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Dash recovered 15% of their abandoned carts with automated SMS flows.

Metrics 📈

15.1%

Conversion on abandoned carts

£4.10

Revenue generated per abandoned cart message

Top Tip 💡

Add time sensitive offers to abandoned cart flows to maximise recovered revenue.

Top Tip 💡

Add time sensitive offers to abandoned cart flows to maximise recovered revenue.

Top Tip 💡

Add time sensitive offers to abandoned cart flows to maximise recovered revenue.

“90% of text messages get opened - as a result we’ve had a much higher conversion and click through rate through Blueprint.”

Jamie Atkinson

Key eCommerce Executive

In Conclusion

Dash Drinks wanted to disrupt the traditional email relationship they had with their customers through a "VIP" community strategy to drive stronger retention and revenue. Blueprint SMS provided the perfect solution for this with easy product drops, abandoned cart flows, and 2-way conversation with customers.

Through these strategies, Dash were able to drive a 36% overall ROI from Blueprint, with a 12% conversion on their exclusive product drops and 15.1% conversion on their abandoned cart flow. This shows the power of SMS to cut through the noise, provide value for customers, and drive revenue and retention for Dash Drinks.

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